J.CO Coffee & Donuts Marketing Strategy

Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign Implementation

Over the past few years, mobile marketing has generated an increasing interest among academics and practitioners. While numerous studies have provided important insights into the mobile marketing, our understanding of this topic of growing interest and importance remains deficient. Therefore, the objective of this article is to provide a comprehensive framework intended to guide research effort...

Marketing Strategy Models *

Many of the models and approaches outlined in other chapters of this book address single marketing issues (promotional spending, pricing, salesforce deployment, etc.) within the context of any organization where other factors are assumed constant. For the most part, such approaches are 'bottom-up', and closely akin to the operational philosophy of traditional ORIMS. Consider, in contrast, a lar...

Assessing Marketing Strategy Performance

Stealth marketing as a strategy

Marketing in the new millennium continues to present challenges and opportunities for organizations. The new consumer who is emerging today is becoming savvier about demanding greater quality in products and services, and placing greater emphasis upon receiving value for his or her money. As customers continue to demonstrate higher levels of price awareness and price sensitivity, and exhibit li...

Financing as a Marketing Strategy

T paper investigates the issues concerning a film producer that finances production costs not only by the conventional funding from an institutional investor, but also by “Internet funding,” financing through the Internet from so-called netizen investors. In Internet funding, netizen investors engage in word-of-mouth activities. Assuming that information asymmetry exists between the producer an...